In 2009, Tourism Queensland launched a global campaign, “The Best Job In The World,” inviting people to apply for a six-month role as “Caretaker of the Islands,” essentially house-sitting the Great Barrier Reef’s islands to promote the region as a tourist spot.

This campaign became the classic case study for viral marketing, and it generated an estimated US$200 million in global publicity value for Tourism Queensland. This phenomenal success highlights the incredible power of a well-executed social media contest.

Why Run a Social Media Contest?
Social media contests are more than just a bit of fun; they’re a potent marketing tool that can deliver significant returns for your brand. Here are some reasons why you should consider making them a cornerstone of your digital strategy:

Contests Boost Brand Awareness and Reach
Contests are inherently shareable. When participants enter, they often share the contest with their friends and followers, exponentially expanding your brand’s visibility to new audiences who might not have discovered you otherwise. Think of it as word-of-mouth marketing on a grand scale.

Contests Generate Leads and Grow Your Audience
Many contests require participants to follow your page, sign up for your newsletter, or provide their contact details. This is an efficient way to quickly build your follower count across platforms and gather valuable leads for future marketing efforts.

Contests Increase Engagement and Community Building
Contests encourage active participation. Whether it’s liking, commenting, sharing, or submitting user-generated content, participants are directly engaging with your brand. This fosters a sense of community and loyalty among your existing followers, turning passive observers into active brand advocates.

5 Steps for a Great Social Media Contest
While the potential benefits are clear, simply running any contest won’t guarantee success. To truly emulate the viral impact of campaigns like “The Best Job In The World,” consider these five crucial steps:

1. Define Clear Goals and Metrics
Before you even think about prizes, determine why you’re running the contest. Is it to increase followers, drive website traffic, collect emails, or generate UGC? Once you have a clear goal, establish measurable metrics (e.g., “gain 1,000 new followers,” “achieve 500 email sign-ups”) so you can accurately assess your campaign’s success.

2. Offer an Irresistible Prize
The prize is the primary motivator for participation. It needs to be genuinely appealing and, crucially, relevant to your target audience and your brand. While a cash prize might attract many, a prize directly related to your product or service will attract participants who are genuinely interested in what you offer, leading to higher quality leads. Think big, but think smart – a trip, an exclusive product bundle, or a unique experience like the “Caretaker” role.

3. Choose the Right Contest Type and Platform
Different contest mechanics suit different goals. A “like and share” contest is great for reach, a “comment to win” for engagement, and a “photo submission” for UGC. Consider which social media platform your target audience primarily uses and what type of content performs best there. Ensure the contest rules comply with the platform’s guidelines.

4. Keep Entry Simple and Low-Friction
The easier it is to enter, the more participants you’ll attract. Avoid overly complicated rules or too many steps. If you’re asking for UGC, provide clear instructions and perhaps even examples. The goal is to minimise barriers to entry while still achieving your desired outcome.

5. Promote, Promote, Promote!
A great contest needs great visibility. Don’t just post it once and hope for the best. Promote your contest across all your social media channels, on your website, via email newsletters, and even through paid social media advertising if your budget allows. Encourage current followers to share and leverage relevant hashtags to broaden your reach.

The Winning Formula
A brilliantly conceptualised social media contest isn’t just about giving away a prize; it’s about crafting an experience that captures imagination, sparks conversation, and generates immense value for your brand.

It requires strategic thinking, creative flair, and a deep understanding of your audience. If you’re looking to replicate that kind of success and craft truly killer social media contests that resonate with your audience and deliver tangible results, I Concept is here to help. We specialise in designing engaging, goal-driven campaigns that will not only attract attention but also convert that attention into lasting brand loyalty and growth. Let’s create your next viral sensation together!

Craft a Brand that Wins With I Concept
We at I Concept are a fully integrated creative agency specialised in helping your brand reach hearts and minds, from the AI space, the digital sphere, right down to physical spaces as well.

We’re the perfect-sized solution for businesses like yours. We offer the expertise and creativity of a large agency, without the hefty price tag. We’re nimble enough to adapt to your changing needs, and focused enough to give you the personalised attention you deserve.

Our expertise ranges from branding in Singapore, digital marketing, web design, development and maintenance, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape.

Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.